Successful PR Strategies Shine in the Age of ChatGPT

The advent of the generative AI will lead to a tectonic shift in the way startups do public relations in the coming years. In July, The Associated Press became the first major news company to sign an agreement with OpenAI, while media job cuts have reached all-time highs.

Destroyed newsrooms could hamper one of the biggest growth engines for start-ups. While generative AI will enhance the capabilities of many publications, it’s also infiltrating news sites in ways we can’t foresee as journalists are laid off. Inevitably, some startups will choose to use AI to generate thought leadership and PR content.

The problem with that is that if anyone and everyone can do something, then it loses value. If any founder can ask ChatGPT to create a list on “5 Reasons Why Ecommerce Will Grow in 2023”, the internet will become even more saturated with that kind of content. And that content sounds professional, yes, but impersonal, devoid of real-life narratives, and lacking in flair.

Get involved in current (and future) events

AI does not exist in the present. It’s trained on past data sets, but it can’t follow today’s news, let alone if that news hasn’t been posted online.

I know from my public relations work that journalists are most interested in a business leader when they can speak knowledgeably (and quickly) about unfolding events. Like the readers, 62% of professionals want to see thought leadership on current trends.

But how will generative AI change this scenario? The role of journalists is likely to shift away from what AI can typically achieve (generic advice articles, lists, etc.) and they will have more time to write hard-hitting current event and trend articles, infused with relevant commentary.

So that’s what you’ll want to see more of from the founders: comments about the Senate just passing a new immigration bill and how that will affect tech talent; a thought piece on how startups can take advantage of a new TikTok growth trend.

An effective public relations strategy will involve behavior change:

• Follow-up of the daily media for current affairs.
• Insertion of you and your company in the latest news.
• Being a founder who can provide forceful opinions on select topics.
• Assess what topics you can talk about beyond your niche: For example, a fintech founder may seek to become an expert in emerging regulation.
• Link this type of outreach to your core mission and message.

Apart from being timely, the difference between you and ChatGPT is that you have friends. It has its finger on the pulse of specific “offline” circles in a way that is not possible for an AI bot. Journalists will appreciate that you can provide insight into the word on the street: what the sentiment is about X news among your peers, the conversations you have with colleagues about the state of the industry.

Finally, you can also look into the future. A true industry insider can read what’s happening on the ground, not just online, ask for peer feedback on a topic of interest, and offer predictions about where a trend is headed. Be careful to only do this when your margin of error is small.

Conclusion

In the age of ChatGPT, successful PR strategies will shine by focusing on human stories, timely and informed insights, and genuine connections with journalists and readers. While generative AI has its strengths, it lacks the ability to keep up with current events and provide the unique perspectives that human-driven PR can offer.

By getting involved in current and future events, founders and PR professionals can position themselves as thought leaders who can provide valuable commentary on unfolding news and trends. This involves following daily media for current affairs, inserting oneself and the company in the latest news, and becoming a founder who can provide forceful opinions on select topics.

Furthermore, founders should strive to go beyond their niche and become experts in emerging areas related to their industry. By linking their outreach efforts to their core mission and message, they can establish themselves as authorities in multiple domains.

Finally, founders possess the unique advantage of having access to offline circles and conversations, allowing them to gain insight into the real-world sentiments and trends among their peers. This “word on the street” perspective adds credibility and authenticity to their thought leadership and PR efforts.

In conclusion, while AI can augment the PR landscape, it’s the human element that will continue to drive successful PR strategies in the era of ChatGPT. By focusing on human stories, staying informed about current events, and cultivating genuine connections, startups can rise above the noise and make a lasting impact in the media.

Summary

In the age of generative AI, successful PR strategies will need to prioritize human stories, timely insights, and genuine connections with journalists and readers. While AI can generate content, it often lacks the ability to keep up with current events and provide unique perspectives.

Startups should focus on getting involved in current and future events by following daily media for current affairs, inserting themselves into the latest news, and offering forceful opinions on select topics. By becoming experts beyond their niche and linking outreach efforts to their core mission, startups can establish themselves as thought leaders.

Founders possess the advantage of offline circles, allowing them to provide insights into real-world sentiments and trends. By leveraging this perspective and making accurate predictions, startups can add credibility to their PR and thought leadership efforts.

Ultimately, while AI can enhance the PR landscape, it’s the human element that will enable startups to stand out in the era of ChatGPT. By prioritizing human stories, staying informed, and cultivating genuine connections, startups can succeed in an increasingly AI-driven media environment.

Successful PR Strategies Shine in the Age of ChatGPT

The advent of the generative AI will lead to a tectonic shift in the way startups do public relations in the coming years. In JulyThe Associated Press became the first major news company to sign an agreement with OpenAI, while media job cuts have reached all-time highs.

Destroyed newsrooms could hamper one of the biggest growth engines for start-ups. While generative AI will enhance the capabilities of many publications, it’s also infiltrating news sites in ways we can’t foresee as journalists are laid off. Inevitably, some startups willpower choose to use AI to generate thought leadership and PR content.

The problem with that is that if anyone and everyone can do something, then it loses value. If any founder can ask ChatGPT to create a list on “5 Reasons Why Ecommerce Will Grow in 2023”, the internet will become even more saturated with that kind of content. And that content sounds professional, yes, but impersonal, devoid of real-life narratives, and lacking in flair.

The good news is that this will drive startup PR to evolve. Internal PR teams will want to elevate your content above the tedious noise. PR agencies will go out of their way to show startups why they shouldn’t use ChatGPT to do their job. Editors will be crying out for original articles on rehashed content. PR and thought leadership written by humans will need to be clearly differentiated from the unoriginal content of overused AI.

Seeing a strong voice of reason or controversy, a provocative response to current events, and rapidly developing topics—that’s something people are always hungry for. It is alive, shaped by the world around us and helping us make sense of it.

Ironically, AI could make PR more responsive, human, and relevant. So where are the limits of AI and where will successful PR strategies shine in the ChatGPT era?

Get involved in current (and future) events

AI does not exist in the present. It’s trained on past data sets, but it can’t follow today’s news, let alone if that news hasn’t been posted online.

I know from my public relations work that journalists are most interested in a business leader when they can speak knowledgeably (and quickly) about unfolding events. Like the readers: 62% of professionals I want to see thought leadership on current trends.

But how will generative AI change this scenario? The role of journalists is likely to shift away from what AI can typically achieve (generic advice articles, lists, etc.) and they will have more time to write hard-hitting current event and trend articles, infused with relevant commentary.

So that’s what you’ll want to see more of from the founders: comments about the Senate just passing a new immigration bill and how that will affect tech talent; a thought piece on how startups can take advantage of a new TikTok growth trend.

An effective public relations strategy will involve behavior change:

• Follow-up of the daily media for current affairs.
• Insertion of you and your company in the latest news.
• Being a founder who can provide forceful opinions on select topics.
• Assess what topics you can talk about beyond your niche: For example, a fintech founder may seek to become an expert in emerging regulation.
• Link this type of outreach to your core mission and message.

Apart from being timely, the difference between you and ChatGPT is that you have friends. It has its finger on the pulse of specific “offline” circles in a way that is not possible for an AI bot. Journalists will appreciate that you can provide insight into the word on the street: what the sentiment is about X news among your peers, the conversations you have with colleagues about the state of the industry.

Finally, you can also look into the future. A true industry insider can read what’s happening on the ground, not just online, ask for peer feedback on a topic of interest, and offer predictions about where a trend is headed. Be careful to only do this when your margin of error is small.